PENGARUH KUALITAS PELAYANAN PEMASARAN RELASIONAL DAN KUALITAS TELEMEDISIN TERHADAP LOYALITAS PASIEN DI RSPX SEMARANG
Keywords:
Kualitas Pelayanan, Pemasaran Relasional, Telemedisin, LoyalitasAbstract
Abstrak
Transformasi digital dalam layanan kesehatan menuntut rumah sakit untuk meningkatkan mutu pelayanan dan memperkuat hubungan dengan pasien melalui strategi relasional dan telemedisin. Pelayanan menjadi salah satu area yang memerlukan perhatian khusus karena mengandalkan kenyamanan, akses yang cepat, dan komunikasi yang efektif antara pasien dan tenaga medis. Tujuan penelitian ini adalah menganalisis pengaruh kualitas pelayanan, pemasaran relasional, dan kualitas telemedisin terhadap loyalitas pasien di RSPX Semarang. Pendekatan penelitian bersifat kuantitatif dengan metode survey dengan melibatkan 193 pasien di RSPX Semarang dalam pengisian kuesioner terstruktur. Analisis data dilakukan menggunakan teknik Partial Least Squares Structural Equation Modeling (PLS-SEM) yang didukung oleh Importance-Performance Map Analysis (IPMA) untuk mengidentifikasi variabel prioritas berdasarkan tingkat kepentingan dan kinerjanya. Hasil penelitian menunjukkan bahwa pemasaran relasional dan kualitas telemedisin memberikan pengaruh signifikan terhadap loyalitas pasien. Sebaliknya, kualitas pelayanan tidak menunjukkan pengaruh terhadap pembentukan loyalitas. Beberapa indikator seperti kenyamanan pelayanan, responsivitas tenaga medis, kemudahan akses telemedisin, dan pendekatan komunikasi personal menjadi faktor yang berdampak tinggi namun masih memerlukan peningkatan kinerja. Rekomendasi diberikan agar pihak rumah sakit memprioritaskan peningkatan aspek tersebut sebagai bagian dari strategi peningkatan loyalitas pasien dan mutu pelayanan secara keseluruhan.
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Copyright (c) 2025 Wong Janetta Rhea Adabelle, Albert Surya Wanasida
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